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Advertising and Administration under the Pressure of Ethics 1 ADVERTISING AND ADMINISTRATION UNDER THE PRESSURE OF ETHICS 2 Sandu Frunză Advertising and Administration under the Pressure of Ethics 3 Sandu Frunză ADVERTISING AND ADMINISTRATION UNDER THE PRESSURE OF ETHICS Éditions de la SUERS 2014 Sandu Frunză 4 © Sandu Frunză © Éditions de la SUERS, 2014 125, Chemin de la Font du Broc, 83460 Les Arcs, France ISBN 979-10-93538-00-6 EAN 9791093538006 Advertising and Administration under the Pressure of Ethics 5 CONTENTS 1. Minimal Ethics and the New Configuration of the Public Space ...................................................................... 7 Minima Moralia and Individual Responsibility.......................................7 Minimal Ethics in the Society Built on Communication.......................15 Communication, Advertising and Minimal Ethics ...............................23 2. Administrative Ethics from the Perspective of the Rights and Duties in Relation to Oneself......................... 35 Beyond the Ethics of Neutrality and Organizational Ethics ...............35 Ethical and Juridical ...........................................................................41 Rights and Duties in Relation to the Self............................................46 3. Administrative Ethics from the Perspective of Rights and Duties in Relation to Otherness........................... 51 Spiritual (intellectual) duties towards others: the problem of deception................................................................52 Euthanasia as a Public Debate Topic ................................................55 Abortion as a Topic of Public Debate and Action...............................60 4. Respect as an Exigency in Public Space Action............... 69 Personal Happiness and the Happiness of Others – Between Duty and Respect.............................................................69 Respect as a Permanent Preoccupation of Professionals in Public Administration..................................................................72 Competence and Professionalism – Manifestation of Respect in Relation to the Self and to Otherness ........................................74 5. Ethical Management and Ethics Management in Public Administration.............................................................. 81 Ethical Management...........................................................................82 Ethics Management............................................................................89 6 Sandu Frunză 6. Deontological Codes and Their Importance in Professional Development and the Shaping of Public Space........................ 95 The Etiquette Code and the Ethical Code..........................................95 Ethical Codes – An Instrument for Optimizing the Profession............98 Ethical Training as Instrument of Professional Development...................106 7. Ethics in the Conduct of Civil Servants................................ 113 Definition of Key Terms in the Professional Conduct of Civil Servants ...........................................................................116 The General Principles of the Professional Conduct of Civil Servants ...........................................................................117 Civil Servants’ Norms of Professional Conduct................................123 Ethical Counseling and Monitoring Norms of Professional Conduct ...............................................................127 8. Advertising – Between the Suspension of Desire and the Ethics of Seduction...................................... 133 An Inferno Named Desire ......................